In internet marketing, a landing page is a vital component of most marketing campaigns, it’s where potential customers “land” to take action.
Landing pages are powerful because they allow marketers to create focused experiences for specific campaigns which would be impossible to do with a normal website.
In this article, we’ll cover the following…
What’s a Landing Page
The Importance of Landing Pages
How to Create an Effective Landing Page
Ways to Create a Landing Page
Let’s dive in!
What’s a Landing Page?
A landing page is a web page designed for a specific outcome like getting more form submissions, sales, or sign-ups. Simply put, a landing page is a digital sales tool designed for a specific result.
To better understand the role of a landing, let’s see the difference between a website and a landing page…
Websites are used for exploration, whereas landing pages are used for conversions. When a visitor lands on your landing page, he should have two options, take action or leave. But when he lands on your website, he can explore your business, know your story, ask questions, read articles, buy something, etc.
Now that we know what a landing page is, let’s understand its importance
Why Landing Pages are So Important?
The importance of landing pages can be summarized in 3 words, consistency, focus, and measurement.
Consistency
Imagine clicking an Ad that says “Get a Custom Nutrition Program” and then landing on a web page that says “Fitness Experts from 1978”, this alone should cause a lot of people to leave the web page instantly, why? because they don’t see a clear bridge between the ad and the web page. That’s what happens when people land on your website home page!
Now imagine clicking the same Ad “Get a Custom Nutrition Program” and then landing on a web page that says “Get your Custom Nutrition Program Today, It will only take 2 minutes”. See the difference? This one just makes more sense!
So by using a landing page, you can build a clear bridge in your customer’s mind, this results in less confusion, more clarity, and better results.
Focus
A landing page focuses on a single action, this removes all distractions and gives the visitor an easier time making a decision, they’ll either take action or leave.
We all know that making a customer experience more focused and easy will generate better results, and that’s what effective landing pages do.
Measurement
Because landing pages have a unique target audience, a clear goal, and a predetermined outcome, you can generate highly valuable data when measuring their performance, service like Google Analytics, Hotjar, and Semrush will give you a very clear understanding of what’s working and what’s not.
What gets measured, gets better!
How to Create an Effective Landing Page?
A killer landing page should include the followings…
1- Strategic Planning
Before creating any materials, we first need to identify the goal of the landing page, the target audience, and the position of the landing page in the marketing campaign.
Here is a quick example of a landing page designed to promote a new gym membership…
The goal of the landing page: get the phone numbers of people interested in joining the gym.
The target audience: men and women who desire to push their limits physically or psychologically.
The position of the landing page: video ad → landing page → sales calls, here people click a video ad that will direct them to the landing page, then they’ll get a call from the gym sales team.
2- Concise Copy
The key is communicating the “what’s in it for me?” to potential customers quickly and effectively. Here are some useful tips…
Make it quick: visitors should be able to decide if they will continue reading in the first 5 seconds, so make sure your “main headline” stands out and give people a clear reason to continue reading. The same thing goes for the “secondary headlines”...
Make it simple: don’t try to look smart by using fancy words, that’s the biggest mistake one can make, when your goal is to retain people's attention you should always use easy-to-understand language.
Make it useful: if something doesn’t add value, remove it!
3- Results Driven Structure
Your landing page should lead your customer to take action, here is a way to do it…
1- Grab attention quickly: make sure the “primary headline” is communicating a valuable benefit to your target audience.
2- Build interest: demonstrate to your audience that your offer is what they need, using bullet points or a similar style to list benefits is very important. (note: don’t overpromise, make sure what you’re saying is aligned with what you’ll be delivering to avoid hurting your reputation and long-term progress)
3- Answer objections: take some time to think about objections your customers might have, do some surveys if possible, then add a guarantee section where you answer the main objections. It’s preferable to add this section before the benefits.
Note that some offers might not require this section, like submitting a small form, but they’ll have plenty when you’re asking them to buy a five thousand dollar program, the bigger the commitment the more objections people will have.
4- Call people to take action: strategically placing your call-to-action buttons is crucial, also having a call-to-action section can help increase conversions.
Ways to Create a Landing Page
There are three main ways you can create a landing page…
Landing Page Builders
Landing page builders will help you generate a landing page design quickly, they already have pre-designed templates that anyone can use to map out a landing page structure in minutes. Your job here is to tweak imagery and add the copy.
Here is a list of some landing page builders
Hiring a Specialized Talent
If you’re looking for a custom solution that follows your brand guidelines and relates to your audience at a much higher level, you should hire a copywriter to create an effective structure and copy, a designer to fit your copy into a professional and results-driven design, and finally, a web developer that will turn your designs into a powerful web page, remember to emphasize using an easy to manage a powerful web technology here.
To find qualified talent, you can work with independent freelancers from Upwork, and TopTal, or you can work with web design agencies and copywriting agencies.
Hiring a Landing Page Company
If you don’t want to hire different specialized talent and manage the project, you can hire a specialized landing page company that will take care of everything from copywriting, design, development and project management.
“We hope you found this helpful, if you have any thoughts or questions feel free to email us at contact@eaglymedia.com”
Thank you!
Your Friends at Eagly Media LLC
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